Universal Studios joined with Discovery Communications' Animal Planet for a new attraction at Universal's California and Florida theme parks. "Animal Planet Live," set to open next spring, will offer real-life entertainment with animals and entertainers based on the cable network's most popular programs, including "Call of the Wild," "Crocodile Hunter," "Emergency Vets" and "Wild on the Set." Separately, for its 13th annual "Shark Week" on Discovery Channel Aug. 13-20, the cable programmer is airing "Sharks 3-D," giving consumers the chance to see sharks through 3-D glasses given away at LensCrafters stores, and Discovery Channel Store and the Nature Co. outlets.
H.J. Heinz Co.'s Heinz 57 sauce teamed with Sports & Entertainment Direct, Marietta, Ga., for a program to give away 1 million samples of its sauce at 15 Nascar races next year. The program will deliver 5-ounce samples to Nascar fans who travel to races in recreational vehicles, while they are barbecuing before and after races.
ExpressAutoParts.com teamed with Yahoo! for a marketing effort involving a 53-foot truck that will tour the nation starting this year, jointly promoting the search engine and the auto parts e-tailer. Included will be a 12-seat race simulator, computer terminals linked to the auto parts Web site and a VIP hospitality deck for entertaining on-site at events such as auto races and shows, county fairs, and college expos.